The importance of a company’s brand cannot be undervalued. So too, the importance of thoughtful, creative design in all aspects of your business; its values, services or products will help you achieve a recognisable and consistent brand.
Good Design is Good Business
In a 1973 lecture to students at the University of Pennsylvania, Thomas J. Watson Jr. (14 Jan 1914 – 31 Dec 1993) declared that “good design is good business”. Watson Jr. was an American businessman, political figure, and philanthropist. He did stints as national president of the Boy Scouts of America and United States Ambassador. However, it was his time as the 2nd president of IBM (1952–1971), taking over from his father Thomas John Watson Snr, that he made his mark. Taking significant strides in building IBM (International Business Machines) into a modern international corporation, Thomas Watson played a leading role in the rising, technological revolution that was taking place, leading the way in advanced electronics and computing.
During his time at the helm of IBM, Thomas Watson Jr fostered relationships with talented Artists, innovative Architectural and Industrial Designers and the very best Graphic Design creatives. Hiring them as design consultants to build a recognisable worldwide brand and also designing around 150 modern manufacturing plants and corporate IBM office buildings worldwide, not to mention countless sleek-looking IBM machines and products.
“In a sense, a corporation should be like a good painting; everything visible should contribute to the correct total statement; nothing visible should detract. Thus, a company’s buildings, offices, graphic design and so forth should all contribute to a total statement about the significance and direction of the company.” Eliot Noyes | IBM Architect & Industrial Designer
“A company’s visual representation was inextricably tied to the quality of the company itself.” Paul Rand | Art Director & Graphic Designer